Mistake 1: Ignoring the script: The “story” is everything. But how can you tell a “story” about a product in sixty seconds? Think about what an effective TV advertisement does. It “grabs you” in the beginning, and then sells the product with a theme or “story” you can relate to without using the “hard sale”. Develop a script based on the core values and goals of your company and what your company stands for and how it reflects in your products or services.
Mistake 2: Writing the script yourself. You’re too close to the subject. Hire a good writer and provide an outline of what you want to say. Keep your door open and allow free access. They will consult with you, listen to your needs and ideas and then write with the customer/client’s viewpoint in mind. If you DO write the story yourself, get a professional writer/editor to review and proofread. An objective view will help “sell” your story.